0.0% beer model, Days Brewing, has launched a marketing campaign that offers with the actual, tangible causes to chop again on alcohol this January. ‘Beer for anybody’ sees the model dive into relatable causes to skip the alcohol, however not the beer.
This marketing campaign comes off the again of the manufacturers launch into main UK grocers Tesco & Ocado and with 1 in 7 adults avoiding alcohol this month Days have loved a 200% uplift on their web site gross sales to date in 2023 vs the identical interval in 2022. A latest report by IWSR highlighted the big development within the 0.0% drink area stating that “While the complete low/no market within the UK has grown at a compound annual fee of 9% since 2018, no-alcohol volumes jumped by 21%, properly forward of the 1% improve of the low-alcohol class.’*
Decided to impress dialog about the advantages of alcohol free beer, this January Days are reminding shoppers you can nonetheless drink nice tasting beer, with not one of the aspect results. Days is launching an OOH activation throughout the UK taking up billboards, buses and extra with hyper reactive & related inventive. From TFL underground stations to digital screens in Scotland – the model expects to succeed in over 26m folks and provoke a brand new dialog about alcohol free beer.
The model is constructing on its observe file of selling alcohol free beer in a lightweight hearted manner that resonates with their youthful shopper base. Over the past 12 months they’ve grow to be the most well-liked beer model on TikTok** and in February final yr they promoted the Sexual advantages of alcohol free beer by way of an OOH marketing campaign throughout Shoreditch.
Mike Gammell, Co-Founding father of Days, “It’s an superior time for alcohol-free beer and we’re excited to launch our largest ATL funding to assist the excessive development we’re anticipating in 2023. There’s tons of consideration within the class in January and as a model we wish to make as a lot noise as potential celebrating the advantages of beer with out the unwanted effects on Taxis, Buses, Tube Stops and Digiscreens in main cities from London to Edinburgh”.
Working with Amongst Equals on the inventive technique & execution for the marketing campaign, Emily Jeffrey-Barrett, Co-Founder says, “This was an enormous second for Days and we had been so excited to be a part of it. We constructed the marketing campaign round one perception: there are a great deal of causes to not drink alcohol, however there’s no purpose to not drink beer. Utilizing humour, empathy and tradition, we created 31 executions (one for every day of Dry Jan) that faucet into relatable causes to chop again on the booze – and place Days as the last word answer while you reeeally fancy a beer however not the hangxiety, lethargy or stress that comes with an alcoholic pint.”
Days 0.0% Pale Ale and Lager will be bought from Tesco, Ocado & Wagamama throughout the UK.
*IWSR: No/Low Strategic Examine December 2022, United Kingdom
**likes on TikTok 17.01.23
For Extra Data:
https://daysbrewing.com/collections/days-zero-percent-alcohol-beers
